Travel Wisconsin partnered with the Wisconsin Badgers to showcase the “Wonders of Wisconsin” through authentic NIL storytelling featuring Badger student-athletes. Facilitated by Learfield’s Badger Sports Properties and produced by Learfield Studios, the campaign highlighted destinations across the state through engaging video content. f
The Opportunity
Travel Wisconsin was looking for a more authentic and modern way to connect its “Wonders of Wisconsin” campaign with Badger fans and younger audiences. The goal was to increase awareness of destinations across the state through relatable storytelling while creating meaningful NIL opportunities for Wisconsin student-athletes.
The NIL Strategy
Learfield’s Badger Sports Properties facilitated a statewide NIL campaign featuring 15 Wisconsin student-athletes representing six sports programs. Learfield Studios produced six original videos centered around iconic Wisconsin destinations and experiences.
The content featured student-athletes exploring locations such as the Apostle Islands, Devil’s Lake, the Milwaukee Art Museum, and Lambeau Field through activities like kayaking, hiking, and sightseeing. The campaign leaned into authentic, experience-driven storytelling that reflects how audiences discover travel inspiration today.
The campaign included:
- Six custom-produced videos
- Six featured Wisconsin destinations
- Fifteen student-athletes across six Badgers programs
- Monthlong digital and social distribution
The Results
The campaign successfully blended tourism marketing with NIL storytelling to drive awareness and engagement for Travel Wisconsin and the Wisconsin Badgers.
Key results included:
- More than 2.8 million impressions
- More than 770,000 video views
- Six original destination-focused videos produced by Learfield Studios
- Fifteen student-athletes featured across six sports programs
The partnership demonstrated how student-athletes can serve as authentic ambassadors for destination marketing campaigns while helping brands connect with fans in more engaging, culturally relevant ways.
Why It Worked
The campaign worked because it paired trusted student-athlete voices with visually compelling content that showcased Wisconsin destinations through real experiences.
By focusing on authentic storytelling instead of traditional advertising, Travel Wisconsin was able to create content that felt organic, relatable, and highly shareable. The campaign also highlighted how NIL partnerships can extend beyond athletics to support broader brand and tourism marketing objectives while creating meaningful opportunities for student-athletes.